premiumisation
Jun 04, 2025
From cookies to clicks: ITC Foods’ multi-speed marketing play
The FMCG major blends premium biscuits, rural strategy, and data-fuelled media to navigate inflation, q-commerce, and shifting consumer behaviour—all without choosing sides.
Dec 04, 2024
Luxury unleashed: India’s growing appetite for premium
Luxury consumption is booming in India. Only Much Louder’s AVP at 1862 shows how brands can capitalise on this premiumisation wave.
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Oct 14, 2024
McDowell's X series: From mass appeal to premium power
Diageo India’s executives tell Campaign how this brand is set on redefining premiumisation, by blending legacy with modern flair, to capture the next-gen drinkers.
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